Today, the consumption of goods and services has undergone extensive changes and in addition to meeting essential needs, has become an area for "redefining the identity" of individuals; of course, this phenomenon occurs in urban areas where the social relations of individuals are often based on anonymity and take the form of acquired template and have many cultural and social implications.
The purpose of this study is to express the reasons given by the residents of Birjand for their dramatic consumption of clothing and how they understand and interpret this phenomenon. This research has been done in an interpretive paradigm with a qualitative approach using the grounded theory method and with a theoretical and purposeful sampling method, with a total of 30 residents of this city who were in the age group of 15-55 years This research was carried out in a interpretive paradigm with a qualitative approach using the grounded theory method and by theoretical and purposeful sampling method, with a total of 30 residents of this city who were in the age group of 15-55 years and with experience in dramatic consumption of clothing, Having the necessary preparation to express personal experiences, in-depth interviews have been conducted. Data are analyzed based on the three stages of Strauss and Corbin by open, axial and selective coding methods; conformity, differentiation and show-off are the three main categories of research and the central category is: "Dramatic consumption as redefining identity in urban society through conformity, differentiation and show-off."